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Eye of Riyadh
Eye of Riyadh
Cars & Autos | Tuesday 25 February, 2020 1:39 am |

Audi Middle East announce strategy for 2020

The “Consistently Audi” corporate strategy is the way that Audi Middle East is responding to the current challenges and actively shaping changes in the future. With 14 new or improved models arriving in the region this year, Audi Middle East will have the youngest and widest product portfolio ever, including seven new R/RS models and two e-tron models. Audi is also setting the pace for electric mobility suitable for every-day use. The e-tron has just been introduced to the Levant region and both e-tron and e-tron Sportback will arrive in the UAE by the third quarter of 2020.


In 2019, the Q8 was the biggest selling model for Audi Middle East, accounting for almost 20% of their volume. That’s an outstanding success as a new model in a new segment of the SUV range and shows how the customers here in the region are eager to own top of the range, premium SUVs.


Saudi Arabia in particular had a great year with a 22% increase in sales over 2018. The Q8 was a top performer here too, but sedan cars - especially the A6, also do exceptionally well in this market. The growth in sales to new female drivers undoubtedly accounted for some of that success and further increases are anticipated in 2020. 


Carsten Bender, Managing Director of Audi Middle East also outlined a new structure for their headquarters in the region “The focus for Audi is and always has been our customer. Customer satisfaction is our top priority, so in order to maximize this, we have created a new Customer Experience Department whose focus is to be the voice of the customer within our organisation and the dealer network. ”  

Our “Consistently Customer” strategy is to ensure our customer is at the centre of everything we do and to build seamless and cutting edge experiences at every interaction with the Audi brand.

The automotive industry is experiencing turbulent times and Audi is undergoing transformation. With the “Consistently Audi” corporate strategy, the aim is to respond to the current challenges and actively shape that change. The key objectives are to prepare for a future of sustainable mobility with an ambitious e-roadmap, a consistent focus on customer needs and on the sustainability of the company, and with future trends firmly in sight.

In the Q range, which now accounts for 50% of the volume in the Middle East, the recently arrived Q3 will be joined by a brand new model in this segment, the Q3 Sportback. This compact SUV in coupe form is extremely dynamic and sporty and will create another new segment for the Q range.

Order entry is also now open for the updated and substantially refreshed Q7, A5 and A4 models, which will all be arriving in dealerships during the next three months. These are not just face-lifts. They are new top models with great design, state of the art technology and maximum efficiency. They will be joined by the new S6 and S7, giving customers in the Middle East six new Audi models by the end of May.


Bender highlighted “Our most exciting introductions are our RS models. Performance is an Attitude and these models perfectly demonstrate this passion and progressiveness or, as we say our “Vorsprung durch Technik”. The RS models are the passion of the Audi brand and this year, almost the entire range will be new to our market including: the RS Q8, RS 7, RS 6 Avant, RS 5 Sportback, RS 4 Avant, RS Q3 Sportback and the R8.”


In summary the key to success in 2020 for Audi Middle East is all about maintaining sustainable, profitable growth through the introduction of a fantastic product portfolio and following the “Consistently Customer” strategy by putting the customer satisfaction at the center of everything we do.

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